Business Administration - Theses
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Navigating the identity market to find brand resonance: a phenomenological study of the marketing work of personal branding
This thesis introduces the missing voice of personal branders to describe how the marketing work of personal branding is undertaken in the identity market. To do this, it adopts a hermeneutic phenomenological approach to ...
Feeling misidentified: the consequences of internal identity asymmetries for individuals at work
People have an enduring interest and concern with how they are perceived by others, particularly when these others can influence key outcomes. For example, at work, factors like promotions, performance reviews, pay raises ...